MARKETING FACTORS THAT AFFECT FRUIT JUICE BUYING DECISIONS OF UNDERGRADUATE STUDENTS SOUTH EAST ASIA UNIVERSITY

Abstract

This article has objectives to: 1) study the personal factors and the decision to buy fruit juice, and 2) study the marketing mix that affects the decision to buy fruit juice of undergraduate students, Southeast Asia University. The sample size includes 400 undergraduate students at the Southeast Asia University. The questionnaires are used to collect the data. The rate of response is 100%. The descriptive statistical data include percentage, mean, and standard deviation. The data were analyzed by using t-test and Pearson Product-Moment Correlation Coefficient. The results showed that 1) the overall value of marketing mix is at the high level. When consider each item separately, it was found that the highest one was price and then following by product, distribution, process, promotion, people, and physical evidence respectively. 2) For the hypothesis testing, it was found that sex, faculty, and average monthly income of undergraduate students at Southeast Asia University have a relationship with the decision to buy fruit juice at the statistical significant value of 0.05. However, age and academic year posed no difference in buying fruit juice.